As I write this, I’m looking at a postcard on my desk telling me to stop in and check out the latest women’s designer jeans and handbags at a local high-end boutique. You might be wondering what’s wrong with that. Unfortunately, this advertisement fell on deaf ears since I’m not the audience they most likely intended to reach. On the other hand, if they had sent out a postcard for a discount on men’s suiting it would’ve caught my eyes.
Let’s be honest…how many trees do you kill a day as you’re going through your paper mail? We are constantly bombarded with advertisement and marketing pieces that are irrelevant to us. Believe it or not, that’s marketing dollars well wasted. Are you one of the many who advertise your business similar to the boutique owners in my story?
The number one principle to keep in mind when you’re advertising is to know your target audience. This is true no matter what medium you use to communicate your message. Knowing your audience goes beyond your basic demographics.
Effective advertising is an art. It is a form of purposeful communication to a specific group of people. Just as you use different styles of communication with your family and friends, advertising also requires you to conform your style to those whom you are targeting.
Consumers are more receptive to advertisement that appeals to them. Your advertising efforts will prove to be more fruitful if you have narrowed down your target and the message is relevant to them.
The point is: Know, that you know, that you know your target audience before spending advertising dollars.
If you’re looking to send a targeted campaign, contact us at 1-888-ONE-IMS1 today!
